PR Opportunities In the Web 2.0 Brave New World of Social Media

PR 1.0 Company Messages/ Website Reporters / Editors for Media Placement Target Audience

The Internet – Web 1.0

Networked Generation Driving a Radical Shift In Media Consumption Sixteen to 24 year olds are spurning television, radio and newspapers in favor of online services 70% use social networking sites Source: 2006 Ofcom Report

Traditional Media Losing Market Share Box Office: down by 7% this year (tickets per capita have fallen every year since 2001) down by 7% this yearhave fallen every year since 2001 Newspapers: circulation, which peaked in 1987, is declining faster than ever and is down another 2.6% so far this year down another 2.6% so far this year Radio: down 4% this year alone, continuing a multi-decade decline down 4% this year alone Magazines: Ad revenues are up a bit although the number of ad pages is flat (they're charging more per page). Circulation is also flat, while newsstand sales are at an all-time low Ad revenues are up a bit although the number of ad pages is flatCirculation is also flat, while newsstand sales are at an all-time low

TV: As channels proliferate and the audience fragments the rating of the average show continues to decline.rating of the average show continues to decline

What’s Next Online? Social networkers are increasingly turning away from traditional media and toward their peers for information and product recommendations. This sea change provides marketers with a new and exciting opportunity to reach consumers by initiatives that weave best practices from social networks and online commerce. By welcoming consumer participation throughout the marketing process, companies can engage consumers at deeper level and achieve their sales and marketing goals. Source: s-commerce: beyond MySpace and YouTube

Web 2.0 Web 1.0 Web 2.0 domain name speculationsearch engine optimization DoubleClickGoogle AdSense OfotoFlickr mp3.comNapster Britannica OnlineWikipedia personal websitesblogging publishingparticipation content management systemswikis directories (taxonomy)tagging ("folksonomy") stickinesssyndication Source: O’Reilly

Markets are Conversations Consumer visits to social networking sites have increased 109 percent since 2004 “It’s stupid to just advertise on MySpace and assume you are a social marketer. You need to get your customers involved and associated with your brand.” Source: Beyond MySpace and YouTube

Marketers having the most success are using a combination of branded micro-sites customer reviews forums peer-to-peer transactions product blogs user-generated content projects

Graying of MySpace 46% of MySpace's US-based visitors are now 35 and older

The New PR Approach The LDMI Model 1. L isten Use syndication technologies and processes to listen to the market and online conversations 2. D eliver Win attention by crafting high- impact syndication content and delivering it using syndication tools 3. M easure Measure your impact using online measurement tools and then optimize your activities 4. I nteract Facilitate and join online conversations, directly interact with your audiences using syndication principles

Participation and conversation are the key Online News Educational Articles Syndication with RSS Feeds Add comments and reviews Blogs Images Podcasts Videocasts

Listen

Reading News Online

Blog Posts About Shielding Lotion last 6 months

Content Syndication Publisher creates the RSS file and places it online Internet end-users Other sites and systems Search engines and directories Content consumers subscribe to the feed and retrieve its content whenever they want

Add Social Media Elements

Make It Easy to Subscribe

Tagging

Syndication Gets Your News Out Across the Web

US Olympic Committee Due to lower TV viewership, they are looking to online social media for Beijing and Vancouver

JuiceCaster Media Box

Other Resources Sally’s Blog Internet Marketing News Six Part Series: RSS Strategy, Search and Social Media Whitepapers, tutorials, case study